THE WHAT? Natura &Co announced that Kristof Neirynck, the Global Chief Marketing Officer and Managing Director for Western Europe, will succeed Angela Cretu as the new CEO of Avon. Angela, who led Avon for 25 years, will continue to contribute as an advisor. This leadership change occurs as Avon undergoes significant transformation and modernisation.

THE DETAILS Angela Cretu’s tenure as CEO was marked by a major turnaround strategy, including streamlining Avon’s operating model and revamping its commercial and R&D strategies. She shifted Avon’s focus from traditional direct selling to social selling, incorporating an omnichannel approach. Kristof Neirynck, in his previous roles at Avon, has already driven substantial changes, including a complete brand relaunch and improvements in gross margin. His experience prior to Avon, notably at Walgreens Boots Alliance and P&G, involved leadership roles overseeing significant brand portfolios. Alessandro Carlucci, a former CEO of Natura, also rejoins as an advisor to assist with Avon’s ongoing transformation and growth strategy.

THE WHAT? The leadership transition at Avon reflects Natura &Co’s strategy for continued growth and adaptation in a changing market. Angela Cretu’s move to an advisory role ensures continuity and the preservation of her successful strategies, while Kristof Neirynck’s appointment leverages his expertise in business transformation and brand development. The return of Alessandro Carlucci as an advisor adds further strategic depth, drawing on his extensive experience in direct sales and cosmetics. This reshuffle aims to reinforce Avon’s position as a modern, omnichannel brand that empowers women through entrepreneurship, aligning with the company’s core values and future vision.